Research Article
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Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi

Year 2024, Volume: 14 Issue: 1, 107 - 134, 25.03.2024

Ergül Kısa Toğrul

https://doi.org/10.18074/ckuiibfd.1360953

Abstract

Hızla büyüyen ve rekabetin oldukça yüksek olduğu mobil uygulama pazarında uygulamanın hangi fiyatla piyasaya sunulacağı oldukça kritik bir karardır. Bu çalışmanın amacı üç yönlüdür. Mobil uygulamaların göreli etkinliklerinin ölçülmesi, en etkin birimlerin tespit edilmesi ve Veri Zarflama Analizi (VZA) yönteminin etkin/rekabetçi fiyat belirleme amacıyla da kullanılabileceğinin gösterilmesidir. Bu amaçlar doğrultusunda, dünya çapında en popüler mobil uygulama kategorilerinden 8 kategoride Google Play Store’daki ilk 20 ücretli mobil uygulamanın VZA ile göreli etkinlikleri hesaplanmış, süper-etkinlik VZA ile her bir kategoride en etkin birimler belirlenmiş ve etkin olmayan birimlerin etkin olabilmeleri için ulaşmaları gereken hedef girdi değerleri saptanmıştır. VZA modeli sonucunda kategorilerin genelinde 57 uygulamanın etkin olduğu bulgusu elde edilmiştir. Süper-etkinlik VZA sonuçlarına göre ise tüm kategorilerde sıralamanın en başında yer alan 18 adet uygulama bulunmaktadır.

Keywords

Veri Zarflama Analizi VZA Etkinlik Fiyat Fiyat Belirleme Stratejisi Mobil Uygulama Mobil Uygulama Pazarı

Ethical Statement

"Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi" başlıklı çalışmamın herhangi bir canlı veya canlı grubu üzerinde araştırma, gözlem, anket ve benzeri çalışma içermemesi sebebiyle etik kurul izni gerektirmeyen çalışmalar arasında yer aldığını beyan ederim.

References

  • Adler, N., Friedman, L. ve Sinuany-Stern, Z. (2002). Review of ranking methods in the data envelopment analysis context. European Journal Of Operational Research, 140(2), 249-265. https://doi.org/10.1016/S0377-2217(02)00068-1
  • Akyol, G. (2014). Mobil uygulama arayüzlerinin incelenmesi üzerine bir çalışma. ISITES2014, Karabuk. Aldamak, A. ve Zolfaghari, S. (2017). Review of efficiency ranking methods in data envelopment analysis. Measurement, 106, 161-172. https://doi.org/10.1016/j.measurement.2017.04.028
  • Ali, A. I., Lerme, C. S. ve Seiford, L. M. (1995). Components of efficiency evaluation in data envelopment analysis. European Journal of Operational Research, 80(3), 462-473. https://doi.org/10.1016/0377-2217(94)00131-U Andersen, P. ve Petersen, N. C. (1993). A procedure for ranking efficient units in data envelopment analysis. Management Science, 39(10), 1261-1264. https://doi.org/10.1287/mnsc.39.10.1261
  • Asandului, L., Roman, M. ve Fatulescu, P. (2014). The efficiency of healthcare systems in Europe: A data envelopment analysis approach. Procedia Economics and Finance, 10, 261-268. https://doi.org/10.1016/S2212-5671(14)00301-3
  • Banker, R. D., Charnes, A, ve Cooper, W. W. (1984). Some models for estimating technical and scale inefficiencies in data envelopment analysis. Management Science, 30(9), 1078-1092. https://doi.org/10.1287/mnsc.30.9.1078
  • Banker, R. D. ve Morey, R. C. (1986). Efficiency analysis for exogenously fixed inputs and outputs. Operations Research, 34(4), 513-521. https://doi.org/10.1287/opre.34.4.513 Boccali, F., Mariani, M. M., Visani, F. ve Mora-Cruz, A. (2022). Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs. Technological Forecasting and Social Change, 182, 121807. https://doi.org/10.1016/j.techfore.2022.121807
  • Charnes, A., Cooper, W. W. ve Rhodes, E. (1978). Measuring the efficiency of decision making units. European Journal of Operational Research, 2(6), 429-444. https://doi.org/10.1016/0377-2217(78)90138-8 Chen, Y. (2004). Ranking efficient units in DEA. Omega, 32(3), 213-219. https://doi.org/10.1016/j.omega.2003.11.001
  • Coelli, T. J., Rao, D. S. P., O'Donnell, C. J. ve Battese, G. E. (2005). An introduction to efficiency and productivity analysis (2nd edition). Newyork, Springer Science ve Business Media.
  • Cooper, W. W., Park, K. S. ve Yu, G. (2001). An illustrative application of IDEA (imprecise data envelopment analysis) to a Korean mobile telecommunication company. Operations Research, 49(6), 807-820. https://doi.org/10.1287/opre.49.6.807.10022
  • Cooper, W. W., Seiford, L. M. ve Tone, K. (2006). Introduction to data envelopment analysis and its uses: with DEA-solver software and references. Newyork, Springer Science ve Business Media.
  • Dyson, R. G., Allen, R., Camanho, A. S., Podinovski, V. V., Sarrico, C. S. ve Shale, E. A. (2001). Pitfalls and protocols in DEA. European Journal of Operational Research, 132(2), 245-259. https://doi.org/10.1016/S0377-2217(00)00149-1
  • Farrell, M. J. (1957). The measurement of productive efficiency. Journal of the Royal Statistical Society: Series A (General), 120(3), 253-281. https://doi.org/10.2307/2343100
  • Ghimire, S., Amin, S. H. ve Wardley, L. J. (2021). Developing new data envelopment analysis models to evaluate the efficiency in Ontario Universities. Journal of Informetrics, 15(3), 101172. https://doi.org/10.1016/j.joi.2021.101172 Hulme, M. ve Peters, S. (2001). Me, my phone and I: The role of the mobile phone. Erişim tarihi: 19 Mart 2015, www.michaelhulme.co.uk .
  • Islam, R., Islam, R. ve Mazumder, T. A. (2010). Mobile application and its global impact. International Journal of Engineering ve Technology, 10(6), 72-78.
  • Ji, Y. B. ve Lee, C. (2010). Data envelopment analysis. The Stata Journal, 10(2), 267-280.
  • Lin, T. Y., Chiu, Y. H., Lin, Y. N., Chang, T. H. ve Lin, P. Y. (2023). Greenhouse gas emission indicators, energy consumption efficiency, and optimal carbon emission allowance allocation of the EU countries in 2030. Gas Science and Engineering, 110, 204902. https://doi.org/10.1016/j.jgsce.2023.204902
  • Nayebi, F., Desharnais, J. M. ve Abran, A. (2012, Nisan). The state of the art of mobile application usability evaluation. 25th IEEE Canadian Conference on Electrical and Computer Engineering (CCECE), 1-4. https://doi.org/10.1109/CCECE.2012.6334930
  • Rashidi, K. ve Cullinane, K. (2019). Evaluating the sustainability of national logistics performance using Data Envelopment Analysis. Transport Policy, 74, 35-46. https://doi.org/10.1016/j.tranpol.2018.11.014
  • Seiford, L. M. ve Thrall, R. M. (1990). Recent developments in DEA: The mathematical programming approach to frontier analysis. Journal of Econometrics, 46(1-2), 7-38. https://doi.org/10.1016/0304-4076(90)90045-U
  • Seiford, L. M. ve Zhu, J. (1999). Infeasibility of super-efficiency data envelopment analysis models. INFOR: Information Systems and Operational Research, 37(2), 174-187. https://doi.org/10.1080/03155986.1999.11732379
  • Supçiller, A. A. ve Bulak, M. E. (2020). Mobil uygulamaların performanslarının veri zarflama analizi ile değerlendirilmesi. Gümüşhane Üniversitesi Fen Bilimleri Dergisi, 10(3), 711-723. https://doi.org/10.17714/gumusfenbil.621653
  • Uğur, N. G. ve Turan, A. H. (2015). Üniversite öğrencilerinin mobil uygulamaları kabulü ve kullanımı: Sakarya üniversitesi örneği. Journal of Internet Applications and Management, 6(2), 63-79. https://doi.org/10.5505/iuyd.2015.50469
  • Uslu, B., Gür, Ş., Eren, T. ve Özcan, E. (2020). Mobil uygulama seçiminde etkili olan kriterlerin belirlenmesi ve örnek uygulama. İstanbul İktisat Dergisi, 70(1), 113-139. https://doi.org/10.26650/ISTJECON2019-0022
  • Visani, F. ve Boccali, F. (2020). Purchasing price assessment of leverage items: A data envelopment analysis approach. International Journal of Production Economics, 223, 107521. https://doi.org/10.1016/j.ijpe.2019.107521 Wang, B., Anderson, T. R. ve Zehr, W. (2016). Competitive pricing using data envelopment analysis—pricing for oscilloscopes. International Journal of Innovation and Technology Management, 13(01), 1650006. https://doi.org/10.1142/S0219877016500061
  • Wu, Y., Hu, Y., Xiao, X. ve Mao, C. (2016). Efficiency assessment of wind farms in China using two-stage data envelopment analysis. Energy Conversion and Management, 123, 46-55. https://doi.org/10.1016/j.enconman.2016.06.014
  • Xu, J., Li, B. ve Wu, D. (2009). Rough data envelopment analysis and its application to supply chain performance evaluation. International Journal of Production Economics, 122(2), 628-638. https://doi.org/10.1016/j.ijpe.2009.06.026
  • Xue, M. ve Harker, P. T. (2002). Note: Ranking DMUs with infeasible super-efficiency DEA models. Management Science, 48(5), 705-710. https://doi.org/10.1287/mnsc.48.5.705.7805
  • Zhu, J. (1996). Robustness of the efficient DMUs in data envelopment analysis. European Journal of Operational Research, 90(3), 451-460. https://doi.org/10.1016/0377-2217(95)00054-2
  • Zhu, J. (2000). Multi-factor performance measure model with an application to Fortune 500 companies. European Journal of Operational Research, 123(1), 105-124. https://doi.org/10.1016/S0377-2217(99)00096-X
  • Zhu, J. (2009). Quantitative models for performance evaluation and benchmarking: Data envelopment analysis with spreadsheets (2nd edition). New York, Springer.

Year 2024, Volume: 14 Issue: 1, 107 - 134, 25.03.2024

Ergül Kısa Toğrul

https://doi.org/10.18074/ckuiibfd.1360953

Abstract

References

  • Adler, N., Friedman, L. ve Sinuany-Stern, Z. (2002). Review of ranking methods in the data envelopment analysis context. European Journal Of Operational Research, 140(2), 249-265. https://doi.org/10.1016/S0377-2217(02)00068-1
  • Akyol, G. (2014). Mobil uygulama arayüzlerinin incelenmesi üzerine bir çalışma. ISITES2014, Karabuk. Aldamak, A. ve Zolfaghari, S. (2017). Review of efficiency ranking methods in data envelopment analysis. Measurement, 106, 161-172. https://doi.org/10.1016/j.measurement.2017.04.028
  • Ali, A. I., Lerme, C. S. ve Seiford, L. M. (1995). Components of efficiency evaluation in data envelopment analysis. European Journal of Operational Research, 80(3), 462-473. https://doi.org/10.1016/0377-2217(94)00131-U Andersen, P. ve Petersen, N. C. (1993). A procedure for ranking efficient units in data envelopment analysis. Management Science, 39(10), 1261-1264. https://doi.org/10.1287/mnsc.39.10.1261
  • Asandului, L., Roman, M. ve Fatulescu, P. (2014). The efficiency of healthcare systems in Europe: A data envelopment analysis approach. Procedia Economics and Finance, 10, 261-268. https://doi.org/10.1016/S2212-5671(14)00301-3
  • Banker, R. D., Charnes, A, ve Cooper, W. W. (1984). Some models for estimating technical and scale inefficiencies in data envelopment analysis. Management Science, 30(9), 1078-1092. https://doi.org/10.1287/mnsc.30.9.1078
  • Banker, R. D. ve Morey, R. C. (1986). Efficiency analysis for exogenously fixed inputs and outputs. Operations Research, 34(4), 513-521. https://doi.org/10.1287/opre.34.4.513 Boccali, F., Mariani, M. M., Visani, F. ve Mora-Cruz, A. (2022). Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs. Technological Forecasting and Social Change, 182, 121807. https://doi.org/10.1016/j.techfore.2022.121807
  • Charnes, A., Cooper, W. W. ve Rhodes, E. (1978). Measuring the efficiency of decision making units. European Journal of Operational Research, 2(6), 429-444. https://doi.org/10.1016/0377-2217(78)90138-8 Chen, Y. (2004). Ranking efficient units in DEA. Omega, 32(3), 213-219. https://doi.org/10.1016/j.omega.2003.11.001
  • Coelli, T. J., Rao, D. S. P., O'Donnell, C. J. ve Battese, G. E. (2005). An introduction to efficiency and productivity analysis (2nd edition). Newyork, Springer Science ve Business Media.
  • Cooper, W. W., Park, K. S. ve Yu, G. (2001). An illustrative application of IDEA (imprecise data envelopment analysis) to a Korean mobile telecommunication company. Operations Research, 49(6), 807-820. https://doi.org/10.1287/opre.49.6.807.10022
  • Cooper, W. W., Seiford, L. M. ve Tone, K. (2006). Introduction to data envelopment analysis and its uses: with DEA-solver software and references. Newyork, Springer Science ve Business Media.
  • Dyson, R. G., Allen, R., Camanho, A. S., Podinovski, V. V., Sarrico, C. S. ve Shale, E. A. (2001). Pitfalls and protocols in DEA. European Journal of Operational Research, 132(2), 245-259. https://doi.org/10.1016/S0377-2217(00)00149-1
  • Farrell, M. J. (1957). The measurement of productive efficiency. Journal of the Royal Statistical Society: Series A (General), 120(3), 253-281. https://doi.org/10.2307/2343100
  • Ghimire, S., Amin, S. H. ve Wardley, L. J. (2021). Developing new data envelopment analysis models to evaluate the efficiency in Ontario Universities. Journal of Informetrics, 15(3), 101172. https://doi.org/10.1016/j.joi.2021.101172 Hulme, M. ve Peters, S. (2001). Me, my phone and I: The role of the mobile phone. Erişim tarihi: 19 Mart 2015, www.michaelhulme.co.uk .
  • Islam, R., Islam, R. ve Mazumder, T. A. (2010). Mobile application and its global impact. International Journal of Engineering ve Technology, 10(6), 72-78.
  • Ji, Y. B. ve Lee, C. (2010). Data envelopment analysis. The Stata Journal, 10(2), 267-280.
  • Lin, T. Y., Chiu, Y. H., Lin, Y. N., Chang, T. H. ve Lin, P. Y. (2023). Greenhouse gas emission indicators, energy consumption efficiency, and optimal carbon emission allowance allocation of the EU countries in 2030. Gas Science and Engineering, 110, 204902. https://doi.org/10.1016/j.jgsce.2023.204902
  • Nayebi, F., Desharnais, J. M. ve Abran, A. (2012, Nisan). The state of the art of mobile application usability evaluation. 25th IEEE Canadian Conference on Electrical and Computer Engineering (CCECE), 1-4. https://doi.org/10.1109/CCECE.2012.6334930
  • Rashidi, K. ve Cullinane, K. (2019). Evaluating the sustainability of national logistics performance using Data Envelopment Analysis. Transport Policy, 74, 35-46. https://doi.org/10.1016/j.tranpol.2018.11.014
  • Seiford, L. M. ve Thrall, R. M. (1990). Recent developments in DEA: The mathematical programming approach to frontier analysis. Journal of Econometrics, 46(1-2), 7-38. https://doi.org/10.1016/0304-4076(90)90045-U
  • Seiford, L. M. ve Zhu, J. (1999). Infeasibility of super-efficiency data envelopment analysis models. INFOR: Information Systems and Operational Research, 37(2), 174-187. https://doi.org/10.1080/03155986.1999.11732379
  • Supçiller, A. A. ve Bulak, M. E. (2020). Mobil uygulamaların performanslarının veri zarflama analizi ile değerlendirilmesi. Gümüşhane Üniversitesi Fen Bilimleri Dergisi, 10(3), 711-723. https://doi.org/10.17714/gumusfenbil.621653
  • Uğur, N. G. ve Turan, A. H. (2015). Üniversite öğrencilerinin mobil uygulamaları kabulü ve kullanımı: Sakarya üniversitesi örneği. Journal of Internet Applications and Management, 6(2), 63-79. https://doi.org/10.5505/iuyd.2015.50469
  • Uslu, B., Gür, Ş., Eren, T. ve Özcan, E. (2020). Mobil uygulama seçiminde etkili olan kriterlerin belirlenmesi ve örnek uygulama. İstanbul İktisat Dergisi, 70(1), 113-139. https://doi.org/10.26650/ISTJECON2019-0022
  • Visani, F. ve Boccali, F. (2020). Purchasing price assessment of leverage items: A data envelopment analysis approach. International Journal of Production Economics, 223, 107521. https://doi.org/10.1016/j.ijpe.2019.107521 Wang, B., Anderson, T. R. ve Zehr, W. (2016). Competitive pricing using data envelopment analysis—pricing for oscilloscopes. International Journal of Innovation and Technology Management, 13(01), 1650006. https://doi.org/10.1142/S0219877016500061
  • Wu, Y., Hu, Y., Xiao, X. ve Mao, C. (2016). Efficiency assessment of wind farms in China using two-stage data envelopment analysis. Energy Conversion and Management, 123, 46-55. https://doi.org/10.1016/j.enconman.2016.06.014
  • Xu, J., Li, B. ve Wu, D. (2009). Rough data envelopment analysis and its application to supply chain performance evaluation. International Journal of Production Economics, 122(2), 628-638. https://doi.org/10.1016/j.ijpe.2009.06.026
  • Xue, M. ve Harker, P. T. (2002). Note: Ranking DMUs with infeasible super-efficiency DEA models. Management Science, 48(5), 705-710. https://doi.org/10.1287/mnsc.48.5.705.7805
  • Zhu, J. (1996). Robustness of the efficient DMUs in data envelopment analysis. European Journal of Operational Research, 90(3), 451-460. https://doi.org/10.1016/0377-2217(95)00054-2
  • Zhu, J. (2000). Multi-factor performance measure model with an application to Fortune 500 companies. European Journal of Operational Research, 123(1), 105-124. https://doi.org/10.1016/S0377-2217(99)00096-X
  • Zhu, J. (2009). Quantitative models for performance evaluation and benchmarking: Data envelopment analysis with spreadsheets (2nd edition). New York, Springer.
There are 30 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Ergül Kısa Toğrul 0000-0002-7755-5173

Early Pub Date March 22, 2024
Publication Date March 25, 2024
Published in Issue Year 2024 Volume: 14 Issue: 1

Cite

APA Kısa Toğrul, E. (2024). Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 14(1), 107-134. https://doi.org/10.18074/ckuiibfd.1360953
AMA Kısa Toğrul E. Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. March 2024;14(1):107-134. doi:10.18074/ckuiibfd.1360953
Chicago Kısa Toğrul, Ergül. “Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 14, no. 1 (March 2024): 107-34. https://doi.org/10.18074/ckuiibfd.1360953.
EndNote Kısa Toğrul E (March 1, 2024) Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 14 1 107–134.
IEEE E. Kısa Toğrul, “Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi”, Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 14, no. 1, pp. 107–134, 2024, doi: 10.18074/ckuiibfd.1360953.
ISNAD Kısa Toğrul, Ergül. “Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi”. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 14/1 (March 2024), 107-134. https://doi.org/10.18074/ckuiibfd.1360953.
JAMA Kısa Toğrul E. Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2024;14:107–134.
MLA Kısa Toğrul, Ergül. “Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi”. Çankırı Karatekin Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 14, no. 1, 2024, pp. 107-34, doi:10.18074/ckuiibfd.1360953.
Vancouver Kısa Toğrul E. Mobil Uygulama Pazarında Fiyat Belirleme Aracı Olarak Veri Zarflama Analizi. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2024;14(1):107-34.